ISBN 10: 0415826764 / ISBN 13: 9780415826761
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This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. Summary: 'A joyous celebration of marketing's forgotten 5th P, the psychopomp - that semiotic spirit that shuttles us between the material world of goods and the ethereal realm of brand meaning. This managerial bestiary, at turns poignant and personal, delights and edifies in its unfolding. These cultural biographies of our favourite fetishes and totems fairly sparkle in the humane rendering by some of our most accomplished theorists of consumption. No animals were harmed in producing this book. They are exalted in the writing.' - John F. Sherry, Jr., Herrick Professor & Department Chair, Mendoza College / Marketing & Professor of Anthropology (Concurrent), University of Notre Dame, USA 'It's long past time that brand mascots got some love thrown their way--Stephen Brown and Sharon Ponsonby-McCabe have breathed new life into this subject, providing a rich examination of the vast range of characters and critters that encapsulate many of the great brands of the globe.' - Professor Mike Beverland, University of Bath, UK 'In our role as creators of famous and effective communication ideas, ad agencies have long intuitively understood the power of brand properties. From the Andrex Puppy to Aleksandr the meerkat - these properties are advertising gold dust for clients' businesses - building brand appeal, personality, salience and long -term memorability. Why exactly do they work so well though? This book provides a welcome wide-ranging academic exploration and analysis of their power.' - Sarah Carter, Planning Director, adam&eveDDB. Buchnummer des Verkäufers

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Inhaltsangabe:

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on.

Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots? standing, both in an academic sense and from a managerial perspective.

Featuring case studies and empirical analyses from around the world ? here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds ? the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Über den Autor:

Stephen Brown is Professor of Marketing Research at the University of Ulster, Northern Ireland.

Sharon Ponsonby-McCabe is a lecturer in marketing communication at the University of Ulster, Northern Ireland

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Buchbeschreibung Buchzustand: New. Depending on your location, this item may ship from the US or UK. Buchnummer des Verkäufers 97804158267610000000

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Buchbeschreibung Taylor and Francis, 2014. HRD. Buchzustand: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Buchnummer des Verkäufers VT-9780415826761

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Buchbeschreibung Taylor Francis Ltd, United Kingdom, 2014. Hardback. Buchzustand: New. 236 x 162 mm. Language: English . Brand New Book. Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world - here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds - the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology. Buchnummer des Verkäufers AAC9780415826761

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Verlag: Taylor Francis Ltd, United Kingdom (2014)
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Buchbeschreibung Taylor Francis Ltd, United Kingdom, 2014. Hardback. Buchzustand: New. 236 x 162 mm. Language: English . Brand New Book. Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world - here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds - the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology. Buchnummer des Verkäufers AAC9780415826761

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Verlag: Taylor Francis Ltd, United Kingdom (2014)
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Buchbeschreibung Taylor Francis Ltd, United Kingdom, 2014. Hardback. Buchzustand: New. 236 x 162 mm. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world - here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds - the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology. Buchnummer des Verkäufers BTE9780415826761

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BROWN, STEPHEN; PONSONBY-MCCABE, SHARON
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Buchbeschreibung Routledge, 2014. Hardback. Buchzustand: NEW. 9780415826761 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Buchnummer des Verkäufers HTANDREE0723576

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Buchbeschreibung 2014. Hardcover. Buchzustand: New. 155mm x 23mm x 236mm. Hardcover. Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are .Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 299 pages. 0.599. Buchnummer des Verkäufers 9780415826761

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Verlag: Taylor and Francis 2014-06-25, London (2014)
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Buchbeschreibung Taylor and Francis 2014-06-25, London, 2014. hardback. Buchzustand: New. Buchnummer des Verkäufers 9780415826761

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